MeshUp #26: Value creation in tech-culture partnerships
This week, Lyuba Boncheva will give a short talk titled Value creation processes in tech-culture partnerships: a case study of the partnership between Det Norske Teatret and NetNordic, work performed with Anne-Britt Gran at BI Norwegian Business School.
Abstract
AI technologies are transforming the conditions of cultural production, yet the ways in which partnerships between technology companies and cultural institutions impact value creation remain understudied. This talk presents a case study of the partnership between Det Norske Teatret and the technology provider NetNordic, which resulted in the play The Trial Against Humanity. Set in a dystopian courtroom, The Trial Against Humanity gives audiences a last chance to defend humanity against the AI character Omnitron, by integrating real-time audience interactions with the theatre’s AI-powered character. The theatrical experience therefore offers a rare and revealing case for exploring AI-related value creation in cultural production. In a paper, we ask: How is value creation impacted when cultural institutions partner with technology companies to produce AI-mediated audience experiences? Three subquestions investigate value creation for (1) cultural institutions (2) technology companies, and (3) audiences. The presentation draws on theories of cultural value, value co-creation and assemblage theory’s concepts of deterritorialization and reterritorialization. In the presentation, the paper’s research design and ongoing data collection status will be presented. Early directions for research sub-question (3) audiences will be discussed based on the ongoing analysis of 15 qualitative audience interviews.
This work is developed as part of the NFR-funded creAIte project at BI Norwegian Business School, funded by the Research Council of Norway (project ID 2742607).
Bio
Lyuba Boncheva is a second-year doctoral fellow on the creAIte project at the Centre for Creative Industries, BI Norwegian Business School, where she studies how transformative technologies such as AI affect value creation for cultural institutions and their audiences, and in particular how technology mediates a cultural experience. She holds a bachelor’s and a master’s degree in communication and media studies from Leipzig University, with a minor in museum studies, and a master of philosophy in screen cultures from the University of Oslo. She comes from work in art centres and museums, keeps academic research and practice within reach of each other, and is a member of work packages 5 and 6.
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MishMash MeetUps are short, informal meetings in the consortium where both early career and established researchers present ongoing projects. The events are open for everyone, but, for security reasons, Zoom links are only provided to people that are affiliated with a MishMash Work Package. If not, please ask for access. The MeshUps are not recorded since we want these short events to also serve as a social meeting point for the centre.
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